When personalization was in its infancy stage a few years back (by that I mean name, gender, location) the topic of 1:1 personalization was more or less a myth. Today, we are seeing it peak through the clouds. Over the last year marketers and content publishers alike have welcomed 1:1 personalization with open arms simply because it's becoming more and more crucial to retain the attention of users given the content ocean out there. Why should users be presented the same content? Content that is irrelevant to their needs and wants? They shouldn't.